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Lexus launches hybrid campaign

Car manufacturer, Lexus, is launching a direct and digital campaign to generate interest in its full hybrid range. The campaign was created by integrated agency Kitcatt Nohr Alexander Shaw and rolls out this month.

Lexus briefed Kitcatt Nohr to create a campaign to generate test drives and brochure requests for its range of hybrid vehicles and grow awareness of Lexus as a hybrid provider.

The campaign targets existing Lexus customers and warm prospects. The Lexus heritage is unrivalled when it comes to hybrid technology.

It is currently the only premium car manufacturer in the UK to offer a hybrid range: the LS 600h luxury high performance saloon, the RX 450h luxury SUV (ranked top of the SUV category in the 2010 J.D. Power and Associates UK Vehicle Ownership Satisfaction Survey) and the GS 450h executive performance saloon.

Soon they will be joined by the CT 200h – the world’s first full hybrid luxury compact car, making Lexus the only marque with four full hybrid models.

Kitcatt Nohr has created a direct and digital campaign around the concept of evolution and natural selection, comprising an email and direct mail pack. The direct mail pack includes a 12 page booklet entitled “natural selection”.

The copy contained in the booklet draws parallels between the evolution of creatures such as the Mute swan, hummingbird and raptor in the natural world, and the evolution of Lexus Hybrid Drive.

It also likens the grace, poise and control of these creatures to that of the Lexus hybrid range. Recipients are invited to go online or complete a coupon to request a test drive or brochure.

Sally Howarth, Manager - CRM, Digital and Database at Lexus, commenting on the campaign said, “We’re proud of our heritage as innovators in hybrid technology. Kitcatt Nohr’s elegant campaign brings to life the grace, poise and control of our hybrid range, and we hope it will inspire customers to consider a Lexus hybrid vehicle when they purchase their next car.”

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